Impact Of E-servicescape On Decision Confidence Of Consumer

According to statistics, China’s online retail amount has reached 3.88 trillion in 2015, accounting for 10.8% of the total retail sales of social consumer goods, maintained the first place worldwide. Online shopping has become one of the main ways of consumers shopping in China. Compared with the traditional way of shopping, online shopping has the advantages of price transparency, rich product information and convenient purchase procedures. At the same time, online shopping still has its limitations. It has been proved that purchase rate is far lower than offline shopping. One of the most important reason for the higher purchase rate in physical stores is that they can experience the product directly by touching it. Which makes them easier to get product information, meet the requirements of enhancing t Perceived control. As a result, the academia and corporates are looking forward to seeking all ways to make up for the absence of tactility experience of online shopping, in order to enhance the individual’s sense of control. Therefore, many B2 C websites have paid great attention on virtual reality technology such as virtual fitting room, 3D image, in order improve the virtual experience of consumers, making them feel in reality, instead of in the network. Multi-sensory interactive and integrated mechanism research proves that touch is not the only way to generate tactility. Under certain conditions, other sensory stimulation can also produce tactile experience, which is called virtual tactility. Considering media in network provide consumers abundant sensory stimulation, how to use multi-sensory stimulation to inspire, promote and influence consumer tactile perception has important research significance. In view of this, based on the three dimensions of E-servicescapes, this study is to study the mechanism on the formation of perceived control and virtual tactility, as well as their effects on consumers.Firstly, this paper analyzed the following theories and concepts: E-servicescapes theory, virtual tactility theory, multi-sensory interaction and integration theory, self-determination theory, and perceived control theory. Secondly, we put forward the research hypothesis and model, design scale and questionnaire. Thirdly, we collected consumers’ data by questionnaire survey and test model with statistical methods and software. Finally, we discussed the model test results and drew the conclusion.Model test results show that in three dimensions of E-servicescapes, aesthetic appeal and layout & functionality have a positive effect on virtual tactility. Aesthetic appeal effects virtual tactility more significantly. Layout & functionality and financial security have a positive influence on perceived control, layout & functionality effects perceived control more significantly. Virtual tactility can promote the perceived control, and both of them to can significantly improve decision confidence. Conclusion of this study could help corporation make better use of E-servicescapes to promote consumers’ perceived control and virtual tactility, enhance consumer decision confidence and purchase intention.